Once a retail experience left for guerilla brands like Comme des Garçons or brands that don’t have actual retail locations, the pop-up shop is the retail experience du jour. Pop-up shops are popping up all over – and now Chanel has joined the fun.
To celebrate the release of its Côte d’Azur Cruise Collection, Chanel has opened up shop in the Meatpacking District of New York City inside a section of Jeffrey New York. The feel of Saint-Tropez and its signature Café Sénéquier have been recreated inside the 1,000-square foot space. The café’s iconic red laquer tables and umbrellas are featured alongside “red Chanel awnings, dressing rooms that resemble beach cabins and stands stocked with postcards of Chanel’s cruise campaign featuring Georgia May Jagger.” (WWD).
“We loved the experience of the show, and we thought, How can we create the kind of a moment in New York,” said Barbara Cirkva, division president of fashion, watches and fine jewelry at Chanel Inc. “I don’t think of it as a pop-up shop, but almost as an installation that recreates the magic of Saint-Tropez in New York, and gets everyone in the mood as they are thinking about going away for the holiday.”
The pop-up shop carries the Côte d’Azur Cruise Collection as well as a selection of men’s ties and J12 watches. The boutique will host a party on November 30th and will remain open through January 4, 2011. If you are in NY, you should definitely try to stop by and pick up a free postcard! I wonder if Chanel will start having more pop-up shops in the future…we shall see.